What do successful brands have in common? “They have a ‘brand DNA'”, says Robin Gadsby, one of the world’s leading brand strategy and integration experts who has led some of the biggest brands like O2 to success. At our marketing dinner last week, Robin shared some of his tips for creating and maintaining a successful brand:

• Brand DNA: every brand must establish this at the very beginning
• Your DNA is made up of your values, and what you and your team want to stand for as a business
• Every team member must share this brand DNA, and this is why it is so crucial who you employ at the beginning as you must have shared values
• Each DNA is made up of about 4 or 5 assets

Robin’s assets: bold, open, trusted, clear.

As well as this advice on ‘brand DNA’, Robin emphasised the importance of customer relations, and he says:

Let’s take care of existing customers and acquisition will take care of itself.

Invest in your team, and invest in your customers, and you will be on the way to building a successful brand.

For more inspiring tips on building your business, be sure to check out upcoming dinners here. Think you have what it takes to be a speaker like Robin? Get in touch with us on hello@tablecrowd.com.